Integrated Marketing Communication

BY
DR.M.P.SINGH
PROFESSOR-MARKETING
 Integrated Marketing Communication

Welcome to the Dynamic world of Marketing

Communications-
ADVERTISING,
SALES PROMTIONS,PUBLICITY,
PUBLIC RELATIONS,PERSONAL SELLING,
DIGITALMARKETINGPROMOTIONS,
PROPAGANDA………………………
Integrated Marketing Communication

IMC
SHOULD NOT ONLY TELL
BUT SELL ALSO…………….
Integrated Marketing Communication
Integrated Marketing Communication
 Integrated marketing communications

• Integrated marketing communications is a

holistic planning process that focuses on
integrating messages across communications
disciplines, creative executions, media, timing
and stakeholders. An integrated approach has
emerged as the dominant approach used by
companies to plan and execute their
marketing communication programs and has
been described as a paradigm shift.
 Integrated marketing communications

• IMC unifies and coordinates the organizations

marketing communications to promote a
consistent brand message. Coordinating the
brands communications makes the brand
seem more trustworthy and sound as it is seen
as a 'whole' rather than a mixture of different
messages being sent out. The IMC perspective
looks at the 'big picture' in marketing,
advertising and promotions
 History-Integrated marketing
communications
• In 1989, two discrete events served to draw attention to
the fact that industry attitudes to marketing
communications were shifting. Firstly, the consulting
firm, Shearson-Lehman Hutton published a report on the
subject of consumer advertising, signalling that a
number of market-place changes would force packaged
goods marketers to adopt a more integrated approach to
marketing communications. Their report also noted that
high-end manufacturers (e.g. automobiles) and up-market
services (e.g. cruise vacations) were more inclined to use
integrated promotions.
 Integrated marketing communications

• Secondly, the American Association of

Advertising Agencies (4A's), instituted a task-
force to investigate integrated marketing
communications (IMC), with the result that
the first official definition was published.
The AAAA defined IMC-Integrated marketing
communications
• The AAAA defined IMC as, "a concept of
marketing communications planning that
recognizes the added value of a comprehensive
plan that evaluates the strategic roles of a
variety of communication disciplines (e.g.
general advertising, direct response, sales
promotion, and public relations) and combines
these disciplines to provide clarity, consistency,
and maximum communication impact.".
 Integrated marketing communications
• At this stage, the development of IMC, focused
primarily on the need for organisations to offer
more than just standard advertising and to integrate
the various communications disciplines. The 4As
originally coined the term the "new advertising";
however, this title did not appropriately incorporate
many other aspects included in the term "IMC" –
most notably, those beyond traditional advertising
process aside from simply advertising
Integrated Marketing Communication
Integrated Marketing Communication
IMC
IMC
IMC TOOLS
MARKETING PLAN INTEGRATION
IMC
 DEEP DRINKING
• Integrated marketing communications (IMC) is the use
of marketing strategies to optimise the communication
of a consistent message of the company's brands to
stakeholders.Coupling methods together improves
communication as it harnesses the benefits of each
channel, which when combined together builds a
clearer and vaster impact than if used individually.IMC
requires marketers to identify the boundaries around
the promotional mix elements and to consider the
effectiveness of the campaign's message.
 Some of the key definitions
• Some of the key definitions that have been advanced during
IMC's evolution are outlined here:
• "IMC is the process of all sources and information managed so a
consumer or prospect is exposed which behaviorally moves the
customer more towards a sale." (Schultz, 1991)
• "The strategic co-ordination of all messages and media used by an
organisation to influence its perceived brand value." (Duncan and
Everett, 1993)
• "The process of strategically controlling or influencing all
messages and encoring purposeful dialogue to created and
nourish profitable relationships with consumers and other
stakeholders." (Duncan & Caywood, 1996)
 Meaning of integration

• Integrating the creative and the media can result in imaginative

and powerful messages that grab attention and are noticed.
• Within the literature there is no absolute agreement about the
meaning of "integration" in the concept, "integrated marketing
communications". The concept of IMC has evolved during its
brief history, and with that different ideas around the meaning
of integration have been advanced.[90] The diverse views
surrounding IMC and its meaning can be explained by the early
state of theoretical development and research on IMC which
gives rise to a mulplicity of different perspectives. As the
discipline matures, these different views are expected to
converge.
 Integration
• Functional integration
• Message integration
• Media integration
• Integration of timing
 Other types of integration

• Other types of integration include:

• Coordinated integration refers to the ways that different internal and
external agencies (e.g web designers, advertising agencies, PR
consultants, graphic designers) coordinate to provide a consistent
message.
• Stakeholder integration refers to the way that all stakeholders (e.g.
employees, suppliers, customers and others) cooperate to
communicate a shared understanding of the company's key
messages and values.
• Relationship integration refers to the way that communications
professionals (e.g. marketing managers, advertising managers)
contribute to the company's overall corporate goals and quality
management.
 IMC Planning Process

• The first step in the IMC planning process is to review

the marketing plan and objectives. Before developing
a promotional plan, marketers must understand
where the company (or the brand) has been, its
current position in the market, where it intends to
go, and how it plans to get there. Most of this
information should be contained in the marketing
plan, a written document that describes the overall
marketing strategy and programs developed for an
organization, a particular product line, or a brand.
 IMC Planning Model:

• 1.Review of Marketing Plan

• Examine overall marketing plan and objectives
• Role of advertising and promotion
• Competitive analysis
• Assess environmental influences

• 2. Analysis of Communications Process

• Analyze receiver’s response processes
• Analyze source, message, channel factors
• Establish communications goals and objectives

• perceptions and attitudes, lifestyles, and criteria for making purchase

decisions.
 IMC
• 3. Budget Determination
• Set tentative marketing communications budget
• Allocate tentative budget

• 4. Monitor, Evaluate, and Control Integrated Marketing Communications Program

• Evaluate promotional program results/effectiveness

• Take measures to control and adjust promotional strategies

• 5. Integrate and Implement Marketing Communications Strategies

• Integrate promotional-mix strategies
• Create and produce ads
• Purchase media time, space, etc.
• Design and implement direct-marketing programs
• Design and distribute sales promotion materials
• Design and implement public relations/publicity programs
• Design and implement interactive/Internet marketing programs
•THANKS